西门子医用放射影像设备江苏市场营销策略研究

发布时间：2018-06-02 08:56

本文选题：西门子 + 影像设备　；参考：《南京大学》2014年硕士论文

【摘要】：中国是世界上人口最多的国家,也是世界上增长最快的经济体之一。人口众多使中国的医疗保健市场需求巨大,经济的快速增长使中国对医疗器械的购买力不断增强。中国医疗器械的市场规模目前排在世界第四位,而且公认是增长潜力最大的市场。而江苏省又是中国的人口和经济大省,对医疗器械的需求和购买力也是排在全国前列并且是持续增长的。医疗器械中的放射影像设备是医院必不可少的诊疗设备,医院的发展必然带来影像设备需求量的增加。西门子放射影像设备前几年在江苏市场一直是行业领导者,拥有最大的市场份额,但在2013年销售增长率和市场份额却有所下降,除去国家经济增长放缓的原因,西门子自身的市场营销策略也有需要改进的地方。本文根据西门子放射影像设备的特点,以江苏省市场的营销现状为基础,通过对江苏市场的细分,提出西门子放射影像设备在江苏市场的营销策略,旨在为西门子放射影像设备在江苏省的销售带来帮助。本论文首先通过对西门子放射影像设备在江苏市场的营销现状分析,结合SWOT方法,总结了公司内部的优势和劣势,以及外部面临的机会和威胁；结合波特五力模型,分析了公司面临的微观环境；接下来详细列举了江苏医疗市场的情况,按照目前市场上的医院情况,对市场进行细分；在此基础上,将公司产品进行了详细分类,针对性地提出符合实际情况的4P营销策略；同时,针对新形势下,市场上出现的一些区别于以往的新的模式和机会,如外国政府贷款、融资租赁、集中采购等,提出了针对性的营销策略。
[Abstract]:China is the world's most populous country and one of the fastest-growing economies in the world. The large population makes China's health care market huge, and the rapid economic growth makes China's purchasing power of medical devices increasing. China's medical equipment market is currently the fourth largest in the world and is recognized as the market with the greatest growth potential. Jiangsu Province is also China's population and economic province, the demand for medical equipment and purchasing power is also in the forefront of the country and continue to grow. Radiographic equipment in medical instruments is an indispensable equipment for diagnosis and treatment in hospitals. The development of hospitals will inevitably lead to an increase in the demand for imaging equipment. Siemens radiographic equipment has been an industry leader in Jiangsu for several years, with the largest market share, but sales growth and market share declined in 2013, excluding the country's slowing economic growth. Siemens's own marketing strategy also needs to be improved. According to the characteristics of Siemens radiographic imaging equipment, based on the marketing situation of Jiangsu Province, the marketing strategy of Siemens radiographic imaging equipment in Jiangsu market is put forward through the subdivision of Jiangsu market. The aim is to help the sales of Siemens radiography equipment in Jiangsu Province. This paper firstly analyzes the marketing status of Siemens radiographic equipment in Jiangsu market, and combines the SWOT method, summarizes the internal strengths and weaknesses of the company, as well as the external opportunities and threats, combined with the Porter five forces model, The article analyzes the microcosmic environment that the company faces; then it enumerates the situation of Jiangsu medical market in detail, subdivides the market according to the hospital situation in the current market; on this basis, it classifies the products of the company in detail. At the same time, in view of the new situation, some new models and opportunities, such as foreign government loans, financial leasing, centralized procurement and so on, are presented in the market. Put forward the targeted marketing strategy.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.4;F274

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